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Feeling ‘Awe’some! : The impact of awe, produced by exposure to nature and interpersonal elicitors, on prosocial behaviour

Cajas, Bryan (2020) Feeling ‘Awe’some! : The impact of awe, produced by exposure to nature and interpersonal elicitors, on prosocial behaviour.

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Abstract:This study seeks to identify ways to reconnect individuals with each other and their environment. One emotion, in particular, may help people to be more cooperative, generous and connected to others. Such emotion is awe. Awe is a complex emotional response evoked by impressions of vast stimuli and was found to have positive effects. Therefore, this study attempts to explore the effects of awe induced by nature and interpersonal elicitors on people’s prosocial, pro-environmental, and donation behavioural intentions. Participants (N=124) were assigned to one of the four experimental conditions and exposed to their respective videos. Such stimuli were used to manipulate awe and intensity the visual experience. Findings indicated that presenting an awe-inspiring but also close-ups nature scenery enhanced awe. An awe-inspiring interpersonal scenery also induced awe but less intense than nature-based awe. The results also showed that participants influenced by the nature elicitors were more likely to feel awe, and in turn, felt significantly small. This study demonstrates that vast and close-ups nature sceneries increases the emotion of awe and diminishes the self. It further provides an understanding of the effectiveness of the interpersonal elicitors of awe. NGO’s and brands can benefit from this research since it offers insights into the effects of awe which can be used as a marketing tool for their visual communications.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:02 science and culture in general, 05 communication studies, 77 psychology
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/82844
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